As cold as ice

Going Arctic without the monkeys

What?: British Sea Power are to donate the proceeds from the sale of a special range of merchandise (a T-shirt and sew-on patch) to help finance a charitable arctic expedition. The group has lent its name to geologist Gareth Ellis’ team, which is entering the 350-mile Polar Challenge race to the magnetic North Pole. The British Sea Power Team 2008 will have to navigate past Polar Bear Pass – a migration route for hungry bears in search of food amid their rapidly-warming climate. Sales of the merchandise will raise money for Polar Bear International Research, the Juvenile Diabetes research Fund and the NSPCC.

“As a BSP fan I am absolutely blown away by the band’s decision to patronise my Polar Challenge team,” said Gareth Ellis writing on the BSP band forum.

So what?: Ewan McGregor (fresh from his biker exploits) is reclining happily in his Davidoff Adventure aftershave ads – proving there is plenty of mileage in adventure marketing. Outside of this truly altruistic gesture by BSP, how can music recapture the spirit of adventure? How about ‘Around The World In 80 Gigs’ ? With Indiana Jones making a return this year, music marketing is calling out for a hero.

“Cause-related marketing has been a successful tool for many brands. Likewise bands can drive positive awareness and equity through association with a relevant cause. But beware; while is an attractive proposition, it also means keeping your closet clean of skeletons. Some brands have not fared well , so will bands?”
Sasha Morello, Director, Sound Campaign

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